IKEA petstunes
IKEA Belgium
Issue 54 | March 2020
Agency
Ogilvy Social.Lab
Creative Team
Chief Creative Officer: Gabriel Araujo Creative: Gregory Ginterdaele, Antoinette Ribas
Production Team
Technology Expert: Fernando Carreira Copy NL: Pieter Decanniere Motion design: Hugo El Koubi, Xavier Vanderplancke, Lara Silber Social Media Strategist: Elliot Steed Technology Expert: Fernando Carreira Sound & Music Compagny: Lucha Libre
Other Credits
Strategy: Awie Erasmus, Sander Janssen Account Team: Caroline Charles, Morgane Morel Social Media Strategist: Elliot Steed
Date
April 2019 (World Animal Day)
Background
Studies show that pet owners don’t consider IKEA to buy products for their pets… everyone knows that pets hate being home alone. Because they miss you but they maybe also miss their own furniture.
Idea
On the World Animal Day, the IKEA LURVIG collection, a special collection designed for pets, was launched by transforming the online product catalog into music albums for dogs and cats and giving to their owners a good reason to browse through it : IKEA PETS TUNES For the first time you can buy furniture for your pets through music while relaxing them. Each one of the playlists illustrates a well-known problem for pet owners. For example: “Never bite the sofa again” or “Curtains are not for climbing” corresponding to the length of the absence of the owner. They could choose between 200 tracks such as “Rolling in the Sheets”, “Oops! I Bit it Again” or “Mice Mice Baby”… All the tracks were illustrated with an item of the new collection. Pet owners can select a music to relax their companion... and at the same time click “buy” to finally give them the furniture they deserve.
Results
IKEA Petstunes had the biggest online traffic for an IKEA collection. The LURVIG range was entirely sold out in 4 days through the music. The Average time spent on the platform was 2 hours and 4 minutes.